The lowly business card : we do not give it a second thought before we get the thing composed, and we simply do what everybody else does. Many men and women, new in business, get the company card printed before they’re really ready to, which causes lots of the mistakes I record under. In both cases, experienced or new, we’re missing huge opportunities to let your small business card take some of the work off your shoulders. We might take it for granted, however I feel that your business card is one of your most important pieces of marketing collateral, and the most under-utilized.

Here are my suggestions for ways to have your company card working as hard as you can. If you would like to play together, pull out your business card, and see whether your card is guilty of some of those initial four no-no’s.

1. Missing email address. Believe it or not, lots of the cards I get via media meetings are missing email addresses. This is quite common with new small business owners and people in the personal care industry, but still, there’s no explanation.

2. An email address that ends with , , , or your ISP’s domain name. Everyone in business for themselves must use their own domain (like @). This is free advertising of your web site, so why are you advertising Yahoo!, Comcast, or AOL rather than yourself? Advertising a free email accounts as your business email is just plain incorrect.

3. Glossy cards you can not write on. Alright, this is my pet peeve. Yes, you are able to receive these cards printed for free online. That sends a loud message that you don’t have the money for business cards which you just do everything on the cheap. That isn’t what I want folks to think about my organization.

4. A web site address printed on the card which is not up yet. When I receive a business card from you, I am likely to visit your web site to learn more. If it doesn’t come up, it tells me one of 2 things: you either did not pay your hosting business or webmaster, or you haven’t gotten into that job yet. Both are bad messages to ship.

Okay, how are you doing? These are very basic, so if you’ve been in business for a few years, you’re probably doing well. So now let’s ask whether your business card looks like it is from a small operation or a Fortune 500 company. How about these little company no-no’s?

5. Missing job name. Every business card must list your job title, especially if you are President or CEO.

6. Photo of you personally. This is tell-tale little business enterprise. I disagree with some men and women who feel that it helps during networking; you can visit the web site and view their image there. An image takes up valuable card property and yells “ego.” It’s just not the most effective thing to get in your card.

7. No emblem. Every business needs a logo for branding its own image.

8. Clip art. Your logo should be the only art on your card.

9. Weird shape. I really don’t feel the way to stand out is through strange colours or shape of your business card.

Today, let’s get to what really matters: the promotion. Here are some things to think about that very few others do this will help your outcomes together with prospects:

10. One phone number. Prospects may get confused as to what number to call. List only one, or make it apparent when to call what amount. Do not keep us guessing.

11. The company you’re in. If you said nothing and handed your business card over to a stranger and asked them exactly what business you are in, would they figure it out? If not, neither can your potential. Make sure your tag line or company name clearly defines the business you’re in and if it does not, you’ll want to add something in your card which does.

12. What to do. Get prospects in your funnel by telling them exactly what to do next right on your business card. Can they receive a complimentary consultation? A free white paper? Make it clear on the card how they can sign up for the next step to get to know you better.

How would you do? I expect you passed, and should not, I see that a visit to your printer in your near future.